Virgin Media will tomorrow unleash a fleet of superfast taxi cabs in London to promote its new 100 megabits per second broadband service.

Form 10am until 4pm, commuters in Central London will be able to catch a ride in the cars, which include a Porsche 997 Turbo Gen 1, a Ferrari 430 F1 Coupe and an Aston Martin DBS.

The supercars have all been made to look like black Hackney cabs, including the classic yellow taxi light on their roof to indicate availability.

Lucky passers-by will get the chance to flag down the vehicles and then be driven to their chosen destination within Central London free-of-charge.

The taxi fleet is a publicity stunt to promote Virgin Media’s new superfast 100Mbps broadband service, which will become available to cable customers from December.

“With today’s announcement of our new 100Mbps service, we wanted to do something fun and iconic to celebrate,” said Jon James, Virgin Media’s executive director of broadband.

“Our fleet of ultrafast taxis rolling out in London tomorrow will provide commuters a bit of excitement to liven up their day and the opportunity to get a taste of life in the fast lane courtesy of Virgin Media.”